System and method for location-based individualized content and mobile wallet offers

ABSTRACT

A system for displaying customized mobile content to users at a venue via a user device, includes a server system in conjunction with a plurality of machine-readable codes mounted within the venue. The server system performs the following steps: providing mobile content in a database; collecting user data associated with the user; receiving a request from one of the user devices, the request being generated by scanning one of the machine-readable codes with the user device; determining the user data associated with the user who scanned the machine-readable code; selecting, based upon the user data, customized mobile content from the mobile content in the database; and providing the customized mobile content to the user device.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a divisional of U.S. patent application Ser. No.17/249,613 filed on Mar. 6, 2021, which is a continuation-in-part ofU.S. patent application Ser. No. 16/812,203, filed on Mar. 6, 2020,which claims the benefit of U.S. Provisional Patent Application No.62/814,292, filed on Mar. 6, 2019, with the United States Patent andTrademark Office, the contents of which are incorporated herein byreference in their entirety.

FIELD OF THE INVENTION

This invention relates generally to systems and methods for providinglocation based individualized content delivery. The system is capable ofproviding individualized content to each machine-readable code, or agroup of machine-readable codes, based on a number of data points inreal time. The system also has the ability to alter provided contentbased on past data collected from user(s) input and other factors inreal time. The system can be implemented in entertainment venues, aswell as other areas where mobile engagement is desired and/or required,such as college dorm rooms, hotel rooms, cruise ships, trains, aircraft,rideshare vehicles and the like.

BACKGROUND OF THE INVENTION

Every machine-readable code (MRC) in a plurality of codes is typicallyprogrammed using an identical code (e.g., QR, Snap, etc.), NFC chipand/or machine-readable code identifier/URL destination/App destination,etc. Using the same identifier on all MRCs does not typically allow forindividualized content offerings on a “per code” basis.

The prior art teaches various systems and methods for providing contentto persons attending an event at a venue, such as a sports event,concert, and other similar location-based events. Some level ofcustomization is taught in some of these embodiments. Examples of theseteachings include the following:

Marsico, WO/2015/035055, teaches a system for performing multiplemarketing operations at a sports venue, arena, etc. The system discussesa list of options, such as surveying a user, providing coupons, andother related provision of marketing materials. It also teaches enablinga user to order products (e.g., food) at the venue, for delivery to thescanned seat. The system uses a scannable information encoded graphicimage, such as a barcode or a quick response (QR) code, near-fieldcommunication (NFC) code, radio-frequency identification (RFID) code. Amobile communication device such as a smartphone, tablet computer orother mobile computer may include a scan client module for scanning andcommunicating QR code information (either an app or without). QR codescanning is accomplished by a camera module that is associated with thesmartphone or other mobile computing device. The scan-enabled clientmodule communicates the scanned QR code information to an associatedserver application for collecting, processing, and reporting scan data.Marsico, U.S. Pat. No. 9,223,885, teaches a similar system for gatheringsurvey information via a QR code system.

Lim, U.S. Pat. No. 9,826,049, teaches the basic system wherein QR codesor the like are used in hard link applications (linking a physicalobject or location with a Web link), by which different users mayreceive different information in response to a user's interaction with atouchpoint. The content delivered to a particular user in response to ahard link code or a presented hyperlink may be dependent on the time ofthe scan, the geographic location of the user, a weather condition atthe geographical location, personal information associated with theuser, a number of previous scans of the code by prior individuals, andany combination of the these or other variables, which may be determinedby an originator of the QR code or other party. User devices may beredirected to alternate content or network addresses based on one ormore programmed conditions.

Beg, U.S. Pat. No. 9,451,389, teaches a system for communicatinginformational content using a near-field communication (NFC). Uniquelyprogrammed NFC stickers can be used conjunction with NFC enableddevices, such as a smart phone, to upload a personalized multimediagreeting on a central server. Once the stickers have been distributed, arecipient can tap on the same sticker and play the greeting messageusing the smart phone. Retail consumers can tap on NFC codes with asmart phone to view product informational content that has been hostedon the central server by retailers and manufactures.

Rodgers, U.S. Pat. No. 9,117,231, teaches an order taking system forordering menu items for delivery to a station at a premise, such as atable at a restaurant. The system uses a downloaded application, whichis used to scan a QR code or NFC code on a table. The location isidentified using the restaurant and table identifier(s) extracted fromthe QR code. This location is used to identify the correct restaurantmenu from the central platform database. The order may be placed,payment made, and delivery is made to the location corresponding to theQR code. Meter, US 2016-0189287 A1 teaches a similar food orderingsystem.

Horowitz, U.S. Pat. No. 9,002,727, teaches a system which uses a QR code(or NFC code) to direct a client device to send a first request to afirst server identified by the URL. In response to the first request,the client device receives from the first server data configured tocause the client device to display, to a user of the client device, atleast one of: a video or an interactive Web page. Responsive to the dataencoded in the QR code, the client device sends to a coupon serveridentification data associated with a user of the client device, and arequest for the coupon server to distribute a digital coupon for anoffer associated with an identifier encoded within the QR code to anaccount associated with the user. The distribution of the coupon may bepredicated upon the user of the client device to perform a“predetermined activity” (e.g., watching an advertisement video, etc.)to qualify for the coupon.

Lewis, US 2015-0081532 A1, teaches a system that uses a combination ofQR Codes and venue specific localized WiFi to provide mobile venuerelated services in a covered venue area. The system includes foodordering and similar services, as well as a variety of other services.

SUMMARY OF THE INVENTION

The embodiments detailed herein specifically detail systems and methodsfor generating content by accessing a machine-readable code (“MRC”). Inparticular, preferred embodiments generate unique content, and whereinthe system utilizes a unique ID or certificate to identify a user devicewithin the system. These advantages allow for novel and uniqueopportunities that are not possible in the prior art. With regard toentertainment venues, the present invention provides a system for thedisplay of interactive content on a user device based on a number ofdetermining factors including seat location, venue location, past userinteractions, as well as data provided from other sources such asticketing software and advertising database portals.

The system includes a plurality of MRCs, each of the MRCs encoding aunique address and/or identification number that will direct the userdevice to a server system. The system may work independently of othermultimedia displays located inside of the venue while providing contentthat is prescheduled or managed off site by the system. In certainembodiments, the system may also orchestrate the displayed user contentbased on the display of the multimedia production on the venuemultimedia display system, when it receives a request from one of theuser devices, generated by scanning one of the unique MRCs and/or NFCenabled tags with the user device, and provides the interactive contentthat corresponds, in real time, with the multimedia production currentlybeing played on the venue multimedia display system.

In one embodiment, the present invention provides a system fordisplaying customized content to users at a venue via a user device. Thesystem comprising a server system having a computer processor and acomputer memory; a plurality of MRCs, each of the machine-readable codesencoding an address controlled by the server system, each of the MRCsbeing operatively mounted within the venue for access by the users inthe venue. The server system performs the following steps: storingcontent in a database; collecting user data associated with the user;receiving a request from one of the user devices, the request beinggenerated by scanning one of the MRCs with the user device; determiningthe user data associated with the user who scanned the MRC; selecting,based upon the user data, customized content from the content in thedatabase; and delivering the customized content to the user device.

A further objective is to provide a system that enables a variety ofinteractions with the venue and the users attending an event at thevenue, for increased entertainment, more effective sales at the venue,and more effective marketing. The objective of these interactions is toprovide users individualized content that is based on multiple datapoints in order for content to be relevant to users on a personal level.Each scan of the uniquely encoded NFC enabled and/or MRC will allow thesystem to provide personalized content to the user, while generatinguser data that can be attributed to a specific user who scanned thatMRC, or all past users who have scanned an MRC specific to a venue orseat and utilized to provide more relevant content during current andfuture use sessions. Furthermore, the personalized content is enabled bycreation of a unique user ID that corresponds specifically to a userdevice, wherein content can thus be specifically tailored and modifiedindependently to each unique user ID, and not simply to all users withinthe system. This allows for the use of user captured data to modify andupdate personalized content in a strategic manner.

A further objective is to provide a system that collects a large amountof effective marketing information and analytics, which is of greatvalue to companies marketing to this audience.

Another objective is to provide a system that provides greater level ofcustomization to the content being disseminated. The customizationallows for capture of relevant data from the user device, the location,prior locations of the user device (e.g., as captured by GPS or otherknown locations where a user device accessed an MRC in the system),personal information given by a user, browsing habits and other datagathered from the user device, and other third-party API that haverelevant data regarding the user or the user device.

In a further preferred embodiment, a method for delivering uniquecontent to a user device via a MRC, comprising the steps of: detectingthe MRC with the user device and determining an identification of auser, the user device, or both; determining whether the identificationof the user device contains a unique mobile wallet certificate byquerying a content management server; wherein if no unique mobile walletcertificate is identified, issuing the unique mobile wallet certificateto the user device; determining information about the user based uponthe information connected to the unique mobile wallet certificate;customizing the content to said user based upon the identification ofthe user, the user device, or both; and delivering the content to theuser device; wherein the content comprises a unique content offer.

In a further embodiment, the method further comprising: modifying thecontent based upon the occurrence of an event.

In a further embodiment, the method further comprising: wherein theunique mobile wallet certificate is created by making a determination onif a user and/or device in the server is unique, and if the answer is“yes,” the content management server will request content from thecontent management system which includes an unissued, unique mobilewallet pass that is only offered one time to one user.

In a further embodiment, the method further comprising: wherein the MRCis selected from the group consisting of: a barcode, a quick response(QR) code, near-field communication (NFC) code, radio-frequencyidentification (RFID) code, or combinations thereof.

In a further embodiment, the method further comprising: wherein theidentification of the user comprises identification of a data, wherein,upon each detection of the MRC, the data is updated.

In a further embodiment, the method further comprising: wherein queryinga content management server comprises identification of a datacorresponding to the unique mobile wallet certificate.

In a further embodiment, the method further comprising: wherein the datais selected from the group consisting of: a date, a time, a GPS locationof the machine-readable code, a type of communication device used toscan the machine-readable code, an orientation of a communication devicewhen the machine-readable code was scanned, a type of operating systemon a communication device that scanned an MRC; and combinations thereof.

In a further embodiment, the method further comprising: wherein thecustomizable content directs the user device to a Web page, and whereinanalytical data from the Web page is collected and consists of the dataselected from the group consisting of: time spent on a Web page,purchases made, IP address, personal information input by the user,products viewed, and combinations thereof.

In a further embodiment, the method further comprising: wherein data iscollected and aggregated every time a user accesses the contentmanagement server or the MRC.

In a further embodiment, the method further comprising: wherein the stepof modifying the content is predetermined and stored within a databaseand is automatically created upon the occurrence of the event.

In a further preferred embodiment, a system for displaying a uniquecontent to users at a venue via a user device, the system comprising: aserver system having a computer processor and memory; a plurality ofMRCs, each of the MRCs encoding an address controlled by the serversystem, each of the MRCs being operatively mounted within the venue foraccess by the user devices in the venue; and wherein the computer memoryof the server system stores executable code, wherein when executed,enables the server to perform a process comprising the following steps:receiving a request from one user device, the request generated byscanning one of the MRCs with said user device; determining whether aunique mobile wallet certificate is associated with said device orgenerating a new unique mobile wallet certificate to the device thatscanned the MRC; collecting a user data associated with the user device,wherein each user device comprises a unique mobile wallet certificate;selecting, based upon the user data, the unique content from the contentin the database, wherein the customized content provides the uniquecontent, wherein said unique content is stored within said server;providing the unique content to the user device; identifying theoccurrence of an event; and generating a new unique content on said userdevice based upon the occurrence of the event that is unique to theunique certificate.

In a further embodiment, the system wherein upon each subsequent scan ofthe MRC, generating a new unique content within said server for deliveryto the user device.

In a further embodiment, the system wherein the content is modifiedbased upon an event performed on said user device.

In a further embodiment, the system wherein the content is a coupon.

In a further embodiment, the system wherein the coupon content ismodified by a provider of said coupon.

In a further embodiment, the system wherein the event is selected fromthe group consisting of: an action in a game, a score in a game, acharitable donation, a purchase, a predetermined time, inventory, orcombinations thereof.

In a further embodiment, the system wherein the MRC is printed on asurface.

In a further embodiment, the system wherein the MRC is embedded within asurface.

In a further embodiment, the system wherein the MRC identifies aspecific location via a known location of the MRC, GPS, or both.

In a further embodiment, the system wherein the coupon is modified basedupon sharing of the coupon to at least five additional user devices.

In a further embodiment, the system wherein the user data is updatedupon the user device contacting the server system.

In a further embodiment, the system wherein the user data is selectedfrom the group consisting of: a date, a time, a GPS location of the MRC,a type of communication device used to scan the machine-readable code,an orientation of a communication device when the machine-readable codewas scanned, a type of operating system on a communication device thatscanned an MRC; and combinations thereof.

In a further embodiment, the system wherein the customizable contentdirects the user device to a Web page, and wherein analytical data fromthe Web page is collected and consists of the data selected from thegroup consisting of: time spent on a Web page, purchases made, IPaddress, personal information input by the user, products viewed,cookies, pixels, and combinations thereof.

In a further embodiment, the system wherein the user device furtherreceives in-venue metrics via an in-venue metrics API, and which saidin-venue metrics are utilized as data or to modify the content.

In a further embodiment, the system wherein the user device furtherreceives third-party metrics via a third-party metrics API, and whereinsaid third-party metrics are utilized as data or to modify the content.

In a further embodiment, the system ticket brokerage metrics via aticket brokerage metrics API, and which said in-venue metrics areutilized as data or to modify the content.

In a further embodiment, the system wherein the data includes personalinformation added by a user.

In a further embodiment, the system wherein the MRC is located within anLCD/LED/e-ink display device embedded or affixed to seating surface.

In a further embodiment, the system wherein the MRC is displayed upon avideo board located within the venue.

In a further embodiment, the system wherein the MRC is displayed withinan LCD/LED/e-ink display which can be updated in real time.

In a further embodiment, the system wherein the event is related to anaction performed by fan(s) in attendance of a game.

In a further embodiment, the system wherein the MRC is modified by theoccurrence of an event.

In a further preferred embodiment, a system for generating a uniquecontent to a user device comprising: a server system having a computerprocessor and memory; a plurality of MRCs, each of the MRCs encoding anaddress controlled by the server system, each of the MRCs beingoperatively mounted within the venue for access by the user devices inthe venue; and wherein the computer memory of the server system storesexecutable code, wherein when executed, enables the server to perform aprocess comprising the following steps: receiving a request from oneuser device, the request generated by scanning one of the MRCs with saiduser device; directing the user device to a URL that is uniquely encodedto the MRC; receiving at an identification server, the URL request, anddetermining whether the user device is new or returning, and informing acontent management server of the result; generating an unused mobilewallet certificate for a new user which is stored in a database;receiving an instruction at a content management server from a contentmanagement software regarding content to be generated; providing asecond URL to the identification server; sending the second URL to theuser device; displaying, from said second URL, unique content on saiduser device; obtaining a data from said user device; and upon theoccurrence of an event, receiving a new URL from said content managementserver.

In a further preferred embodiment, a method for creating a uniquedigital coupon comprising: detecting a MRC with a user device anddetermining an identification of a user, the user device, or both;determining whether the identification of the user device contains aunique mobile wallet certificate by querying a content managementserver; wherein if no unique mobile wallet certificate is identified,issuing the unique mobile wallet certificate to the user device;storing, within a database, the unique mobile wallet certificate;generating a unique digital coupon, said digital coupon being unique tothe unique mobile wallet certificate; and delivering the unique digitalcoupon to said user device.

Other features and advantages of the present invention will becomeapparent from the following more detailed description, taken inconjunction with the accompanying drawings, which illustrate, by way ofexample, the principles of the invention.

BRIEF DESCRIPTION OF THE FIGURES

The accompanying drawings illustrate the present invention. In suchdrawings:

FIG. 1 is a perspective view of a venue that includes MRCs which may bescanned by a user device to initiate delivery of customized content.

FIG. 2 is a block diagram of one embodiment of a system that enablesdelivery of the customized content, as illustrated in FIG. 1 .

FIG. 3 is a flow diagram illustrating the operation of the system ofFIG. 2 .

FIG. 4 is a block diagram illustrating a further embodiment of thesystem.

FIG. 5 is a flow diagram illustrating the operation of the system ofFIG. 4 .

FIG. 6 is a block diagram illustrating a variation of an embodiment ofthe system.

FIG. 7 is a flow diagram illustrating the operations of the system ofFIG. 6 .

DETAILED DESCRIPTION OF THE INVENTION

The above described drawing figures illustrate the invention, a methodand system for location based individualized content, wherein the systemcontains the ability to alter provided multimedia content based on datacollected from user(s) input and other factors such as third-party datain real time. Content shall mean any content generated by the system anddelivered to a URL or to the mobile device, or to a mobile wallet. Thecontent may simply be visual content, a replay, an advertisement, or itmay be a coupon or a redemption code or something of value.

As discussed in greater detail below, a differentiator of the system isthat it uses data input from several variables in order to providereal-time content to the end user. These data sets can be from amultitude of sources such as ticket brokers, which can provide detailson a user who purchased tickets to an event, to advertising databasedata, which can provide past content interactions from various sourceson and off the Internet for a particular user. These analytical datasetscan also be used to provide in-venue content or offers to users insideof an event on an individual basis, to a group basis, or to the venue asa whole venue based off of the collected data/feedback collected fromusers inside of the venue (i.e., if the analytics portal data revealsthat 75% of users select hamburgers as their favorite type of food, thein-venue multimedia displays would be triggered to display contentrelevant to the selling of hamburgers). The system can also implementmachine learning algorithms which, when coupled with a combination ofsome or all of the data provided from the analytics portal, can providereal-time content that is predicted to be favorable to the end user. Theend user portal can be in various forms from browser-based Web pages,cloud-based Web apps, progressive Web apps, downloadable apps, etc. Thesystem could provide multiple options ranging from ordering food,purchasing merchandise to be delivered to a seat location, viewingreplay footage, to placing wagers inside of the stadium. The systemwould provide the ability to offer all MRCs on the system the sameinteractive content options, or to offer different content to usersbased on predetermined data sets or based on variables and data withinthe system.

In preferred embodiments, the MRC is unique and thus can have a knownphysical location if the MRC is on a stationary or static device. Wherethe MRC is affixed to a surface, such as a sicker, or secured into asurface, or engraved or otherwise physically imprinted on a surface, orembedded into a surface, the physical location can be defined when saiditem is stationary. Nonlimiting examples of fixed locations include: afixed seat in a stadium, a bathroom, a particular restaurant, a wall, apost, etc. A mobile MRC may be located within a movable device, forexample a vehicle, a bike, a boat, train, airplane, etc. An MRC on suchmovable devices will need to capture the GPS from the user device at themoment of capture to identify a location. A movable MRC can be accessedseveral times in a series of minutes and generated a different GPSlocation each time a user device scans the MRC (or queries a server) andallows the system to identify the movement of the user device.

Because of the known location of the MRC, whether static or movable, theprecise location, or GPS location can be utilized as part of the data togenerate content to the user device. Similarly, an API related to avehicle can identify a starting location and an ending location of thevehicle trip, to the extent that one is available. Accordingly, the APIcan provide data to the system that identifies the planned route of thevehicle and content relevant to that particular location may be providedto the user along that route, which may be attractive to the user. Datafrom the views, page views, time spent on a page, advertisements viewed,or coupons downloaded by the user can provide further data regarding thehabits or interests of the user and can be further utilized by thesystem to generate unique and individualized content to the user.

In certain embodiments, the system may be utilized in conjunction with amobile wallet for wagering. In the event of a wagering component, userswould be able to scan the NFC enabled and/or an MRC on a tag located ontheir seat or other location (e.g., seat/bench/chair/wall/railing/glassin front of them) with the user's device and be taken to a live wageringportal, which could be browser based or in the form of a cloud orlocally based mobile application, including a progressive Web app(“PWA”). Using the systems analytics portal, the user would be able tosee their past wagers across the entire system and place their wagerutilizing a mobile wallet solution such as Apple Pay or Google Wallet,or through traditional payment methods. All of the interactivity andwager-based actions will be facilitated without the need for the user tocreate a traditional user profile. This same wagering configurationcould be utilized to offer “brand wagers” wherein the prize given to theuser is a physical item given to the user such as a promotional itemfrom a team sponsor or a digital reward which can be downloaded ore-mailed to the user's device.

Fan engagement at sports venues often goes beyond the game itself. Whenthe moment arises, fans are often generous to causes that are supportedby their team, which may be provided to nonprofit organizations.Therefore, in a venue, the team may request support of one or morecharities, and the platform could allow for the ability to donate moneyin real time directly from their venue seat via the NFC and/or MRC. Forexample, if the donation were to Salvation Army, the user would, eitherwith or without prompting from the venue multimedia display system, scantheir MRC and be prompted to donate money either using their mobilewallet or traditional payment methods. In keeping with the earlierclaims, the system would allow venue owners to deploy variouscustomizable donation templates to every seat, row, or section ifdesired. Additionally, after the donation transaction is complete, theuser could be offered a physical or digital reward that could be usedinside or outside of the venue. Indeed, the benefit of the system isthat the user device contains a unique mobile wallet certificate (alsoknown as a user ID) that is indicated in the system. Accordingly, thisallows the system to identify a user device corresponding to aparticular user ID as donating a certain dollar amount. The system canbe prepopulated with “rewards” or incentives to donate or reach a cause.

For example, a cause may be for a single section of a venue to raise$100 for a cause. All donations originating from MRC within theparticular section can then be aggregated to determine if the sectionreached the $100 donation goal. Accordingly, if there are 200 people inthe section, a donation of an average of 50¢ would be sufficient to hitthe goal. The system can then populate a predetermined digital orphysical reward, i.e., a coupon or some other offer that can be used atthe venue, or some other tangible or intangible reward. The system cango one step further as it can quickly tabulate the donations and, inreal time, the system can allow sections to compete with one another.Thus, section 1 could “race” section 2, to reach a donation goal. Thisallows for gamification within the system based upon the use of MRC thatare provided in a location.

Individual user rewards can be provided, for example, as a user makes alarger donation, that user is provided with a larger reward. Because theindividual unique mobile wallet certificate allows for tracking ofevents, i.e., the donation by the user, individual rewards can beprovided to that user, corresponding to that particular unique mobilewallet certificate.

All of these actions provide opportunities for the system to captureuser data. The user data can remain anonymous to a large extent, as itis collected based upon the user's device scanning an MRC and notdependent on the user logging into the system. Therefore, data does notneed to be correlated with the actual identify of the person controllingthe user device. It is immaterial whether the user is male or female, oryoung or old, instead it is the particular set of data that creates apicture and certain mobile offers or content can be provided based uponthat data, and then modified based upon the occurrence of one or moreevents, such as donations as above, or other purchases, or an outcome inan embedded game or task, or upon the outcome of the game at the venue,as nonlimiting examples.

Data can also be gathered outside of the system, for example, through athird-party API. The benefit of also utilizing user data that isgathered from outside of system itself is that it provides data thatmight not otherwise be gathered, while also offering an opportunity to“preset” content when a user scans the MRC at their seat. Example 1: Ifevent ticket provider such as Ticketmaster, provided data to thesystem's analytics portal revealing that Joe purchased tickets to thefootball game to sit in seat 1, row 1, while also providing data, knownto Ticketmaster, such as that Joe is a 32 year old male (data that isprovided to Ticketmaster from Joe when he creates his Ticketmasteraccount), because each MRC in the system is uniquely encoded down to theindividual seat or specific location, the analytics portal would havethe ability to “preschedule” content that would appeal to a 32 year oldmale when Joe takes his seat at the game. This use case could bevaluable for marketers looking to market to a particular subset ofattendees, vs the entire stadium or venue. The data can be from morethan just one event as well. If Joe has previously purchased othertickets from Ticketmaster, that data may also be available and providesfurther details and information relevant to Joe, which can be used toprovide better content to Joe. If Joe only buys rock concert tickets,for example, providing country music listings for new concerts would notbe the best targeted advertising for Joe—so modifying the content tothat of Joe's interests (rock concerts) provides greater value foradvertisers and also to Joe.

A machine learning component of the system would allow sports teams toprovide more relevant real-time offers to fans by customizing contentbased on user interaction. Example 2: If Joe scans his MRC and is takento the team fan portal where he selects “buy merchandise”. 75% of thetime Joe purchases a shirt, but he never buys a hat, then the systemwould have the ability to adjust Joe's offerings in real time to showhim a larger selection of shirts, instead of hats, based off of his pastpurchase and browsing habits. Alternatively, the system could use thisdata stored on Joe's purchasing habits to deliver a customized digitaloffer to Joe to entice him to buy merchandise that is not a shirt suchas a 25% discount if Joe buys a hat. This could be valuable to teams,performers, promoters, or venues looking to sell items from merchandiseto food inside of the venue or based upon inventory considerations. Thesystem has the ability to learn user characteristics from user inputwithin various user portals mentioned above (Web browsers, PWAs, etc.).This component would provide a user with customized content based ontheir previous content interactions inside of one venue, or interactionsacross the entire system network of MRCs. It would also allow saidsystem to store user and/or the user's device information in order tooffer specialized incentives based on past usage statistics. Forexample, the system may reward Joe for scanning the MRC at his tenthstraight baseball game by delivering an offer for “team VIP”merchandise. Or the system could provide Joe an offer for a hot dog,peanuts, or soda at a reduced rate based on his purchase history orincentivize him to make a purchase with a digital coupon or mobilewallet offer, if he typically does not purchase food or beverages.

Another feature of the system is the ability to offer uniqueidentifications to each user device within the system. Thus, each userdevice can be tracked individually within the system. One example ofthis is to offer unique digital wallet offers, as shown in FIGS. 4-6 ,to each user device that scans one of the system's MRCs. This wouldallow venue owners, teams, universities, marketers, performers,promoters etc., to offer individualized digital wallet offers to everyuser device that scans an MRC. Example 3: The system offers uniquedigital wallet certificates for each user upon scanning the MRC, whichmeans that if fifty users scan the same MRC with their user device, allfifty user devices will individually have a unique record within thesystem database. Thus, a single MRC could be located in a centralizedlocation and would still allow for unique content (the digital walletoffer) to any user who scanned that MRC. The system might deliver adifferent digital wallet offer to each user so if Joe scans the MRC, hisdigital wallet offer might be for a half price soda at the concessionstand, but if Joe's wife scans the same MRC from a different device,having a different unique mobile wallet certificate, her digital walletoffer might be for a half price hamburger at the concession stand.Likewise, the system will be able to track if a user activated andredeemed his or her digital wallet offer.

One mechanism to enact this is that the fifty users are taken to a URL,cloud-based application, or something of the like, and prompted todownload a “digital wallet offer” every user who downloads said offerwill have downloaded a mobile wallet certificate that is unique to theirdevice, which also allows individual digital wallet offers to be updatedindividually (updates include content, imagery, discounts, etc.). Thesystem creates this by providing a unique certificate for each mobilewallet, which is connected to a user device. This process is facilitatedby the redirect/identification server making a determination on if auser and/or device that has entered the system is unique, and if theanswer is “yes,” the content management server will request content fromthe content management system which includes an unissued, unique mobilewallet pass that is only offered one time to one user. This can also befacilitated by storing a unique ID of the user device within a databasein the system, wherein the software running on the system can query theunique ID and identify it from the records. Thus, the system can storethe information regarding the individual user device (and store a uniquecode related to that device), or the user device itself can contain theunique mobile wallet certificate, or another form of a verifiedcertificate in the storage of the user device, or the system can useboth approaches. To the extent necessary, the unique ID may be stored ina distributed ledger system to ensure trust and accuracy with thesystem, which may be especially necessary where payments and othervaluable personal information are stored.

The system would also contain the ability to offer “group passes”wherein the system could offer a digital wallet offer that was only ableto be issued to a predetermined number of users. Thus, the first person,the first 5, the first 10, 25, 50, 100, 500, 1000, 10,000, nth, personto scan the MRC (and all numbers in between), may be included within agroup. The distribution of such group passes and counting of executionsof the system to a user device, can be used as a game or for othergiveaway plans. It is common knowledge of the types of games where the“100th person to download wins a prize,” or “only the first 100 peoplecan claim a prize if they buy or click now.” The ability to track thesetypes of programming through the system provides a new way to managesuch programs.

The system could also be implemented within a traditional mobileapplication or Web-based platform whereas the user would be offered theunique digital wallet offer once they visit said application or Webaddress. Because of the individualized nature of the unique mobilewallet certificate in the system, the unique digital wallet offer canthen be directly modified based upon chance, some data, or eventoccurring which allows the provider of that unique digital wallet offerthe opportunity to modify an offer. For example, an offer is for 10% offa pizza, but the offer becomes 25% off once the offer is shared with atleast 2, 5, 10, 25, 50, n number of people, who also download an offer.This allows tracking of who downloads an offer, how many are tracked toa particular offer, and allows for modification and improvement of anoffer based on metrics related to sharing.

The machine learning and custom content aspect of the system is notlimited to in-venue applications and can be utilized across multipleindustries such as rideshare vehicles, aircraft, ships, trains, hotelrooms, dorm rooms, vacation rentals, etc. The broad spectrum of theinvention is to offer location based custom content solutions to user'smobile devices.

In the case of hotels and collegiate dorm rooms, the system would becomprised of a plurality of uniquely encoded tags comprising an MRCplaced inside of guest rooms whereas there is one NFC enabled and/or MRCtag per room, or one per guest/resident of said room. Each MRC would beconnected to system servers which would allow said tags to offerpredetermined content based on pre-supplied data points. In thecollegiate dorm use case, users would scan the MRC located within theirroom and be shown content based on various factors such as their gender,education major, year of schooling, etc. The content on these MRCs wouldalso utilize data points and usage reports from the system itself tobetter serve users with relevant content. These MRCs could also allowmarketers, and the university at which they are deployed, to offerincentives such as game tickets or retail store coupons, directly to thestudents in their dorms via a digital offer or mobile wallet offer,while providing the option to provide the offers and content to onlyselect, or all, MRCs based on various analytics provided within thesystem. MRCs would also allow students and hotel guest to offer realtime feedback on the system in the form of user submissions to conductlive polling procedures. This use case would provide a valuable platformfor universities, marketers, and hotel owners to offer customizedcontent to their guest on an individualized basis.

Another unique feature of the system is that the data that is collectedin order to provide content can be gathered system wide when a userscans one of the plurality of MRCs in any location. This feature wouldallow marketers to understand consumers characteristics more closelyfrom a location experience, and to provide the user relevant contentacross a multitude of markets. Example 4: If an MRC is scanned by Joe ata football game in Arlington on a Sunday, and then an MRC is scanned byJoe in a rideshare vehicle in Boston the following Wednesday, the systemwould understand that the user, Joe, was the same for both interactions,without Joe having to log into the system, and display contentaccordingly based on data provided from the analytics portal. This isbecause the system knows the user, Joe, because of the unique mobilewallet certificate either on the user device or on the server, or both.By scanning a MRC, the system can also upload data to generate moreinformation Joe and his activities and interests, so as to providebetter content to Joe through the content.

FIG. 1 is a perspective view of one embodiment of a venue (30) thatincludes MRCs (18) positioned within the venue (30) to be scanned with auser device (12) to initiate delivery of customized content to the userdevice (12), as discussed in greater detail below. The venue (30) may beany form of stadium, arena, field, competition area, performance hall,etc., for which this system (10) might be suitable. Here the venueincludes a jumbo screen (31), which may display certain MRC, oradvertisements tied to an individual MRC. Here, an advertisementregarding soda company (33) is provided. Such occurrence may generate anMRC related to that product, enabling a user to download or obtain acoupon or offer related to that particular product. The system (10) canbe implemented in entertainment venues, as well as other areas wheremobile engagement is desired and/or required, such as college dormrooms, hotel rooms, cruise ships, trains, aircraft, rideshare vehiclesand the like. While some examples of the uses of this system arediscussed herein, the scope of the present invention should not belimited to the specific examples provided, and the term “venue” shouldbe construed to include alternative or equivalent embodiments whichcould be devised by one skilled in the art.

In this embodiment, a user device (12) (e.g., mobile electronic device,such as a smart phone, tablet, smart watch, smart glasses, wearabledevice, or implantable device) may be used to scan or otherwise detectone of the MRCs (18) to enable a system (one embodiment of which isshown in FIG. 2 ) to provide interactive content to the user device(12). This may be performed by placing the user device (12) adjacent anNFC chip contained within the tag (16), or by using a camera (14) of theuser device (12) to capture an image of the MRC (18), so that the QRcode (or other form of code) is captured. The user device (12) is thendirected to content, as discussed in greater detail below.

As shown in FIG. 1 , in this embodiment, the plurality of MRCs (18) areeach part of a tag (16) positioned adjacent one of a plurality of seats(20) in the venue (30), in this case on a back surface (22) of the seat(20) in front (or a wall, etc., if no seat is in front). The MRCs (18)could alternatively be placed in other locations (e.g., the ground,ceiling, walls, pillars, other surrounding structures, or otherlocations on the seat (20) such as the arm rest or cup holder). Whileone example of this placement is illustrated, this should be broadlyconstrued to include any placement in the venue that is suitable for useas described herein. Alternative placement schemes that may be devisedby one skilled in the art, consistent with the teachings of the presentinvention, should be considered within the scope of the presentinvention. The tag (16) itself may be a video display, such as LCD, LED,e-ink, or other visual display, which can be modified on a live basis.The MRC (18) can thus be modified and updated in real time. The tag (16)may also be embedded and utilize, as the MRC (18), RFID or otherwireless transmission instead of a camera (14) to read and communicatewith the MRC (18).

Each of the MRCs (18) encodes an address that will direct the userdevice (12) to a redirect/identification server (40) (shown in FIG. 2 ),as discussed in greater detail below. For purposes of this application,the term “machine-readable codes” or MRC, should be broadly construed toinclude any form of barcode, quick response (QR) code, near-fieldcommunication (NFC) code, radio-frequency identification (RFID) code, orany other equivalent device or technology known in the art, or laterdeveloped. It may be in the form of a separate piece of material (e.g.,metal, plastic, etc.) that is installed in the venue (30), or it may beprinted or otherwise provided within the venue (30) (e.g., displayed,printed on, or integrally formed with one of the seats, or othersurfaces or structures of the venue).

The MRCs (18) are adapted to be read by a user device (12), typically amobile “smart” phone, although alternatively any form of laptopcomputer, tablet computer, personal digital assistant (PDA), netbookcomputer, smart watch, smart glasses, wearable device, or implantabledevice, and the like using wireless communication, a camera, or otherconnectivity element between the user device and the MRC. The MRCs (18)can be programmed to automate tasks, such as, for example, to changephone settings, create and send a text, launch an application, or anynumber of commands to be executed, limited only by the communicationdevice.

The system (10) (shown in FIG. 2 ), as discussed in greater detailbelow, may be programmed to allow, for example, advertisers, teamowners, promoters, performers, and the like to direct the individuals toa specific Web page, or have the user device (12) perform a specificaction when the MRCs (18) are scanned by the user device (12) (i.e., bya camera [14] of the user device [12]), or using a radio or otherwireless communication to connect to a nonvisible MRC (18). While someother particular examples are discussed below, it should be understoodthat countless alternative systems may be implemented using this system(10), and such alternatives should be considered within the scope of thepresent invention.

In other embodiments, the MRCs (18) may allow individuals to performcontactless transactions such as, for example, purchase tickets, ordermeals, and shop for merchandise directly from their seat while insidethe event facility. In a typical embodiment, the plurality of MRCs (18)are encrypted with data that can be updated remotely on a real timebasis via, for example, a URL redirect page, or by sending and launchingan application (“app”). In addition, in a typical embodiment, theplurality of MRCs (18) are linked together and viewed as a networkrather than individual MRCs (18). However, the autonomy of eachindividual MRC (18) is maintained, allowing contactless transactions anddelivery to a specific location, i.e., to a seat, based upon theparticular MRC that was scanned.

In the embodiment of FIG. 1 , the MRCs (18) may be provided on rigidplates or stickers, and/or containing NFC chips or other similar chipsand are programmed to perform individually designated actions. Forexample, NFC codes can be programmed to automate tasks such as, forexample, allowing for a change of phone settings, a text to be createdand sent, turn on device via Bluetooth, and the like. While this may beeffective in some cases, such individually designated actions are notoptimal for event facilities where a different message may need to bedelivered at various times throughout an event. In a typical embodiment,the exemplary system and method allows the plurality of MRCs (18) to beprogrammed to perform various designated actions allowing operators ofthe event facilities to cater personalized messages to specific sectionsor individual seats within the event facility rather than one designatedaction for the entire event facility.

For example, if the event facility is a sports stadium, as shown in FIG.1 , the plurality of MRCs (18) can be prompted to swipe or scan the userdevice (12) on the seat in front of them, via NFC, QR code, etc., toreceive content. In other embodiments, upon swiping or scanning the userdevices (12), the individuals may be directed to a differentadvertiser's Web page at certain times in the game so that multipledifferent advertisers can utilize the plurality of MRCs (18) during thegame. In other embodiments, the plurality of MRCs (18) may also have theability to download a digital coupon onto the communication deviceswhich could be redeem at a concession area or retail location. The MRCs(18) also have the ability to be synced to live media that will run ondigital screens within the venue via scheduling software, as discussedin greater detail below.

Another use for the invention would be for retailers to offer real timediscounts to users in specific venues via the MRCs (18). For example, ifthe MRCs (18) inside of the venue (30) are linked to a specificretailer, then that retailer could offer discounts in real time thatcould only be accessed by users inside of the venue (30). The occurrenceof a real time discount is an event, wherein the event triggers amodification of an offer or of the content that is provided to the userdevice (12).

Mobile payment is a rapidly expanding business segment and NFCapplications such as, for example, contactless transactions are expectedto be the most widely adopted form of mobile payments. Embodiments ofthe invention provide individuals an ability to establish radiocommunication between their communication devices and the plurality ofMRCs (18) by touching them together or bringing them into closeproximity, via NFC, usually no more than a few centimeters.

Embodiments of the invention also provide individuals an ability toestablish interactive communication via MRC. In a typical embodiment,the plurality of MRC can be programmed to perform various designatedactions such as, for example, an ability to download a mobile walletoffer (e.g., a digital coupon) straight onto the user devices (12) whichcould be redeemed at a concession area or retail location. For example,the mobile wallet offer could be redeemed by the individuals uponperforming a transaction at a retail or concession area using, forexample, the NFC enabled communication device. This provides concessionowners, retail owners, and advertisers an ability to immediately seeconversion rate of a coupon that is issued (i.e., 100 coupons werescanned via the plurality of MRCs and 80 were redeemed). These mobilewallet offers could be redeemed at retail locations inside or outside ofthe event facility.

In a typical embodiment, each tag (16) contains an MRC (18) and each ofthe MRCs has a unique identification number that is stored within adatabase allowing specific interaction with this MRC (18), includingknowing its specific location, or to provide a specific message to bedelivered to each of the plurality of MRCs (18) within the eventfacility at a given time. This provides individuals an ability to ordermeals and have their meals delivered to their seats by scanning theircommunication devices against the plurality of MRCs and being directedto a Web page, and the specific location of the MRC is known. This isespecially useful providing the fact that this can be accomplished via astandard mobile Web browser vs requiring the user to download anapplication onto their mobile device.

Along with remotely updating the plurality of MRCs (18) by utilizing URLredirecting technology, the exemplary method and system is configured tocollect and aggregate analytical data every time an individual scans theplurality of MRCs. When the plurality of MRCs (18) is scanned with theuser devices (12), analytical data is collected. The analytical data maybe, for example, date, time, GPS location of an MRC, GPS location of auser device (12) when it scanned an MRC, the type of user device used toscan a machine-readable code, orientation of a communication device whena machine-readable code was scanned, and type of operating system on auser device that scanned an MRC. The exemplary method and system couplethe collected analytical data from the physical scanning of theplurality of MRCs (18) with data collected once the individual isdirected to the Web page. In a typical embodiment, the data may be, forexample, time spent on a Web page, purchases made, IP address, personalinformation input by the user, and products viewed. Such data is of highvalue to, for example, advertisers, team owners, and venue owners as itprovides a large insight into consumers purchasing and Web browsinghabits. This embodiment could also be used to allow for real timedata/polling of event attendees, i.e., voting for your favorite player,predicted outcome of the game, predicted score, games displayed on ajumbotron, real-time events at the stadium, etc. However, the real-timepolling is enabled by the individualized nature of both the user deviceand also of the MRC. For example, where only one of the user devices orthe MRC is unique, it is impossible to identify both the user and also apopulation of similar users. If a section of a stadium is competingagainst another section, we need to have each user device connect to anMRC in their particular section, and then participate in an event as agroup. If the group element is missing, such “sectional” competitionwould not be possible.

In a typical embodiment, remotely updatable machine-readable codeprogramming provides an ability for individuals to download digitalcoupons directly to their user devices and transfer the digital couponto other user devices. In a typical embodiment, once the individualtransfers the digital coupon to a predefined number of user devices, theincentivized offer increases. For example, upon brining their userdevice in close proximity to a machine-readable code, the individual maybe directed to a Web page from where the individual downloads a mobilewallet offer that is a digital coupon for 10% off at a local retailstore. The system uses the unique mobile wallet certificate; therefore,this digital coupon is now unique to the user device and must be inorder to track the sharing of the coupon. If the individual transfersthe digital coupon from his/her communication device to, for example,five other communication devices within a fixed time period such as, forexample, a week, the coupon offer automatically upgrades from 10% to 20%off at the local retail store. This capability offers further incentivefor individuals to transfer their digital coupons to family and friendsso that they will receive greater discounts. Also, this capability willallow brands and retailers to watch their promotion go viral from afirst point of download to various locations where the coupons aretransferred between various user devices. These coupons/promotions couldalso be shared and tracked via NFC, MMS, Text Message, social media suchas Facebook, Twitter, Snapchat, etc. Mobile coupons could be browserbased or stored into user's digital wallet located on their user device.

A coupon may only appear upon the occurrence of some event. For example,the end of the game, one team winning, one team scoring a predeterminednumber of points, a particular game event (a touchdown, a homerun, astolen base, a 3-point shot, etc.), and would generate an MRC which canprovide the content, i.e., a coupon for some opportunity. These eventsmay be prepopulated into the system so that they are ready upon theoccurrence of the event.

In other embodiments, the remotely updatable MRCs (18) may be includedinto identification badges such as, for example, student identificationbadges, employment identification badges, concert badges, and the like.For example, the inclusion of the MRCs (18) in the studentidentification badges provides an ability to students to scan theiridentification badges and be automatically redirected to a Web page thatwould show what is being served for lunch, sports schedule, and thelike. The Web page may also include advertising that may be changed on adaily basis. Additionally, according to some embodiments, the MRCs (18)may be included into, for example, magnets that parents could place intheir house, cars, and the like. The magnets with MRCs (18) could bescanned with communication devices to access information such as, forexample, grades, school information, and the like. For example, theinclusion of the MRCs (18) within concert credential codes would allowfans to scan the machine-readable codes in order to get exclusivecontent, offers, etc. In other embodiments, a machine-readable code,attached or not attached, to a lanyard, would be handed out to everyattendee of a concert. While at said concert, the fan could scan theirmachine-readable code for a chance to win backstage passes, merchandise,etc. Any data input from said fan would also be collected in real time.These MRCs (18) could also be placed on merchandise, such as but notlimited to, shirts, hats, CD's, sweatshirts, pants, posters, etc.

Furthermore, various embodiments are described more fully hereinafterwith reference to the accompanying drawings, which form a part hereof,and which show, by way of illustration, specific exemplary embodimentsby which the innovations may be practiced. The embodiments may, however,be embodied in many different forms and should not be construed aslimited to the embodiments set forth herein; rather, these embodimentsare provided so that this disclosure will be thorough and complete, andwill fully convey the scope of the embodiments to those skilled in theart. Among other things, the various embodiments may be methods,systems, media, devices, or any similar or equivalent arrangements knownto those skilled in the art. Accordingly, the various embodiments maytake the form of an entirely hardware embodiment, an entirely softwareembodiment or an embodiment combining software and hardware aspects. Thefollowing detailed description is, therefore, not to be taken in alimiting sense.

In addition to the data discussed above, it is also possible for thesystem, as discussed below, to gather a large amount of data about theuser, from various sources, to further enable customization of thecontent provided. This is discussed in more detail below.

FIG. 2 is a block diagram of one embodiment of a system (10) thatenables delivery of the customized content, as illustrated in FIG. 1 .FIG. 3 is a flow diagram illustrating the operation of the system (10)of FIG. 2 in eight steps. As shown in FIGS. 2-3 , in this embodiment thesystem (10) includes a redirect/identification server (40) that isoperably connected to a network (e.g., Internet, or other form ofnetwork known in the art). For purposes of this application, the term“server” (or any other similar term, such as “computer,” “computerdevice,” “electronic device,” “user device,” “portal,” etc.), refer toany form of electronic device or plurality of devices having at leastone computer processor, e.g., a central processing unit (CPU), and someform of computer memory having a capability to store data, as is wellknown in the art. The server may comprise hardware, software, andfirmware for receiving, storing, and/or processing data as describedbelow. The hardware may be in a single unit, or operably connected via anetwork. For example, a computer or server may comprise any of a widerange of digital electronic devices, including, but not limited to, aserver, a desktop computer, a laptop, a smart phone, a tablet, a smartwatch, smart glasses, a wearable device or an implantable device or anyform of electronic device capable of functioning as described herein.Furthermore, while multiple devices may be described (e.g., a contentmanagement server (42), an analytics portal (46), and others), these mayall be performed on a single computer device, or multiple associatedcomputer devices, according to the teachings of one skilled in the art.

The term “computer memory” as used herein refers to any tangible,nontransitory storage that participates in providing instructions to aprocessor for execution. Such a medium may take many forms, includingbut not limited to, nonvolatile media, volatile media, and anyequivalent media known in the art. Nonvolatile media includes, forexample, ROM, magnetic media, and optical storage media. Volatile mediaincludes, for example, DRAM, which typically serves as main memory.Common forms of computer memory include, for example, hard drives andother forms of magnetic media, optical media such as CD-ROM disks, aswell as various forms of RAM, ROM, PROM, EPROM, FLASH-EPROM, solid statemedia such as memory cards, and any other form of memory chip orcartridge, or any other medium from which a computer can read. Whileseveral examples are provided above, these examples are not meant to belimiting, but illustrative of several common examples, and any similaror equivalent devices or systems may be used that are known to thoseskilled in the art.

Furthermore, the term “database” as used herein, refers to any form ofone or more (or combination of) relational databases, object-orienteddatabases, hierarchical databases, network databases, nonrelational(e.g., NoSQL) databases, document store databases, in-memory databases,programs, tables, files, lists, or any form of programming structure orstructures that function to store data as described herein.

The computer memory of the redirect/identification server (40) storesexecutable code that, when executed, enables the computer system (10) toperform a process that comprises multiple steps, such as the processshown in FIG. 3 . As described in FIG. 3 , the process is initiated whenthe user device (12) is used to scan (or otherwise detect or read) theMRC (18) in the venue (30) (as shown in FIG. 1 ), such as placing theuser device (12) adjacent the NFC chip, or using the camera (14) (shownin FIG. 1 ) of the user device (12) to capture an image of the MRC (18)that may located on seat (20), so that the QR code (or other form ofcode) is captured. The user device (12) then sends a request to theredirect/identification server (40), to a unique URL encoded in thecode. When the redirect/identification server (40) receives the inquiry,the redirect/identification server (40) is able to determine auser/device ID that identifies either the user, the device used, orboth. This information is captured and may be used in many ways todetermine further information about the user who is scanning the MRC(18). This information is used later, as discussed below, to customizethe content being delivered to the user device (12).

The redirect/identification server (40) delivers this information to thecontent management server (42) (“CMS”). Content management software (44)operably installed on the CMS (42), then uses the user data to determinewhat content to deliver to the user device (12), based upon the userdata received. The content management software (44) may draw data aboutthe user from multiple potential sources, which may be collected, forexample, by an analytics portal (46), and which may be stored in adatabase (48). The analytics portal (46) may be a server, or deviceallowing communication, capture, decision making, etc., in order toreceive the various input, as detailed in FIG. 2 . In one embodiment,the step of receiving a user ID/device ID from the user device providessignificant data about the user. For example, the user ID may enable thedirect collection of data about the user, from multiple sources. Thedevice ID may be connected with the user, via records from the serviceprovider, and therefore enable collection of data about the user. Thisdata allows for modification of unique content generated to a mobiledevice in real time, or upon a subsequent scan of an MRC by the userdevice.

The step of collecting user data associated with the user may alsoinclude the step of receiving in-venue metrics via an in-venue metricsAPI (50). This API (50) may enable information about the user to begathered based upon purchases of tickets (past and present), purchasesof food, merchandise, and other goods and services from the venue.

The step of collecting user data associated with the user may alsoinclude the step of receiving third-party metrics via a third-partymetrics API (52). This API (52) may enable information about the user tobe gathered from third parties who participate in a shared program, orwho sell or otherwise provide marketing information, demographics, andother data about the user.

The step of collecting user data associated with the user may alsoinclude the step of receiving information from tools (54) such ascookies, pixels, and similar tools. Therese tools (54) enableinformation about the user based upon activities of the user on thecurrent system (10), as well as related screen time, such as browsingthe Internet, using other sites and software, etc.

The step of collecting user data associated with the user may alsoinclude the step of receiving information from ticket brokerage metricsvia a ticket brokerage metrics API (56). These metrics may includeinformation gathered by the ticket brokers who sell tickets at the venue(30) (in FIG. 1 ), and may include a wide range of marketing data, notonly about ticket purchases made, but also related information about theuser.

In this embodiment, the content management software (44) determinescontent instructions, based upon the user data that is gathered, andrelays those content instructions to the Content Management Server (42),the Content Management Server (42) then instructions the Redirect Server(40) of which URL should be displayed to the user, and the RedirectServer (40) then directs the user device (12) to the final end point(application, URL, etc.). The user device (12) then arrives at the endpoint and displays the mobile content to the user. Content can bemodified by any number of events. For example, a restaurant at asporting venue may want to discount food (so none is wasted at the endof the game) and selling food for discount when a specific time point inthe game or event is reached. This allows for real-time feedback withinthe event and within the system of inventory, wherein price or an offercan be modified based on the particular inventory. An advertisement orcoupon can be generated as mobile content in real time to users on thesystem to incentivize such consumption. For purposes of thisapplication, the terms “real time” and “real-time” means anyinteractions that are provided within ten seconds of an event occurring.

The step of providing the interactive mobile content may also includethe steps of selecting and/or generating the desired content, suitablefor the particular user, in a format for use in a mobile application,and transmitting the mobile application and the desired content to theuser device (12). In one embodiment, the system (10) utilizes acloud-based application. For the cloud-based app to work, an application(or “app”) is written (in a suitable format for iOS, Android, etc.), theapp is then either loaded onto a cloud-based platform or ported into acloud-based OS. Once in the cloud platform, the app can be accessed froma mobile device and displayed as if it were running natively on the userdevice.

FIG. 4 is a block diagram illustrating a second embodiment of the system(60); and FIG. 5 is a flow diagram illustrating the operation of thesystem (60) of FIG. 4 in a ten-step diagram, as indicated by the circlednumbers in the flow diagram. As shown in FIGS. 4-5 , the system (60)includes many of the same components discussed above, including theredirect/identification server (40), the content management server (42),and the analytics portal (46). The function of these components in thisembodiment, however, includes alternative steps, as discussed in greaterdetail below.

In this embodiment, following a scan of the MRC (18) with the userdevice (12), the user is redirected to a URL that is uniquely encoded tothe MRC (18). The redirect/identification server (40) receives the URLrequest and informs the content management server (42) whether the userdevice (12) is new or a returning device into the system (60). In thisembodiment, the content management server (42) includes a database (62)of URLs containing unique certificates used to issue mobile walletpasses. The wallet passes may be limited to a single use by each user.If the user is determined to be a returning user, this user may bedenied access to the mobile wallet pass, to ensure that a user does notaccess multiple rewards. If the user is new, the content managementserver (42) determines, via the content management software (44), a URLcontaining an unused mobile wallet certificate, taken from the database(62). The content management software (44) determines what content todisplay based upon data received from the redirect/identification server(40), and the content management software (44) provides a URL address tothe redirect/identification server (40), which provides the URL addressto the user, so that the user device (12) is directed to the selectedend point. The content provided includes a unique wallet pass offer. Thesystem then, through the analytics portal (46), retains the data frompast interactions. The user and wallet pass ID (64) (mobile walletcertificate) is sent to update the portal and databases.

As part of this process, the user could be prompted to input personalinformation in exchange for the wallet pass. The provided informationcould be stored in an analytics database of the analytics portal (46).The analytics portal (46) retains data from past user interactions,including interactions assigned to individual user and/or interactionsof all users who have scanned machine-readable code (18). The analyticsportal (46) also retains data on which user downloaded the mobile walletpasses.

The user and wallet pass ID's are sent, through the CMS to the database(62) to allow future offers and content updates to the user. Thecertificate that was used to issue the wallet pass is stored and neverused again.

FIG. 6 details a variation of the above, and a flow diagram of FIG. 7 ineleven steps, wherein a user device (12) accesses an MRC (18) on a seat(20). Following a scan of the MRC (18) with the user device (12), theuser is redirected to a URL that is uniquely encoded to the specific MRC(18). The redirect/identification server (40) receives the URL requestand informs the content management server (42) and determines the status(new or not new) of the user device (12) to the system (60), by checkingfor a user ID and Wallet Pass ID (mobile wallet certificate) from thedatabase (62). New (34) user device or a not new (36) user device aresimply determined by checking the database (62) for a corresponding ID.

The content management server (42) includes a database (62) of URLscontaining unique certificates used to issue mobile wallet passes. Ifthe user is determined to be a returning user (36), the databaseconfirms the ID (certificate). If the user is a new (34) user, thecontent management server (42) determines, via the content managementsoftware (44), a URL containing an unused mobile wallet certificate,taken from the database (62), and records the same within the database.At this point, the user is confirmed with an existing ID (certificate)(64) or possesses a new ID, in either case, the certificate beingspecific to that user device (12).

Subsequently, the unique mobile wallet certificate (ID) being confirmedor generated, the content management software (44) determines whatcontent to display based upon data received from theredirect/identification server (40), and the content management software(44) provides a URL address to the redirect/identification server (40),which provides the URL address to the user, so that the user device (12)is directed to the selected end point. The content provided includes aunique wallet pass offer, for example, in the form of a digital coupon(32).

As part of this process, the user could be prompted to input personalinformation (38) into the system (60), which allows for better analyticinformation on the user device (12). The provided information could bestored in an analytics database (66) of the analytics portal (46). Theanalytics portal (46) retains data from past user interactions,including interactions assigned to individual user and/or interactionsof all users who have scanned MRC (18). The analytics portal (46) alsoretains data on which user downloaded the mobile wallet passes.

The analytics database (66) can also be utilized to modify the digitalwallet offer, for example the digital coupon (32), based upon theoutcome of a live event, or based upon the actions taken by a user. Forexample, the event (68), may be that a home team wins a game. Upon theoccurrence of the event, which was prepopulated within the database, theanalytics portal (46) can modify the digital coupon (32). Thus, thedigital coupon (32) first provided for a free drink with an order of aslice of pizza. Upon the occurrence of the event (68), the digitalcoupon (32) now provides a free drink and salad with the order of aslice of pizza.

Another example of an event (68) may include: making donation, making awager, playing a game within the (60), a predetermined lottery, thepurchase of an item within the system, the purchase of an item outsideof the system (60), but tracked via an outside API that connects to thesystem (60). Because of the individualized ID, we can track and identifyeach user device (12) and allow for customized communication based uponthe occurrence of the event (68).

While certain embodiments of this invention are disclosed in thisspecification, it is to be clearly understood that the invention is notlimited to these embodiments, but rather the scope of the invention isdefined by claims made to the invention. As used in this application,the words “a,” “an,” and “one” are defined to include one or more of thereferenced items unless specifically stated otherwise. The terms“approximately” and “about” are defined to mean±10%, unless otherwisestated. Also, the terms “have,” “include,” “contain,” and similar termsare defined to mean “comprising” unless specifically stated otherwise.Furthermore, the terminology used in the specification provided above ishereby defined to include similar and/or equivalent terms, and/oralternative embodiments that would be considered obvious to one skilledin the art given the teachings of the present patent application.

What is claimed is:
 1. A method for delivering unique mobile content toa user device via a machine-readable code comprising the steps of: a.scanning, by the user device, the machine-readable code and determiningan identification of a user, the user device, or both; b. determiningwhether a unique mobile wallet certificate is associated with said userdevice by querying a content management server, and if no unique mobilewallet certificate is associated therewith, issuing a new unique mobilewallet certificate to the user device; c. collecting user dataassociated with the user device wherein the user device has anassociated unique mobile wallet certificate; d. selecting, based on theuser data and the unique mobile wallet certificate associated with theuser device, unique mobile content stored in a database; e. providing,by the content management server, the unique mobile content via auniform resource locator (URL) to the user device; f. receiving a userevent occurrence input from the user device caused by sharing of the URLby the user by the user sending the URL to another user device, whereinthe user event occurrence input defines an event occurrence that isunique to the unique mobile wallet certificate associated with the userdevice; g. in response to receiving the user event occurrence input,generating, by said content management server, a second URLcorresponding to a new unique mobile content specifically for the userand providing the new unique mobile content to the user device; h.wherein the unique mobile content is a coupon and wherein the new uniquemobile content is the coupon modified based upon sharing of the couponby the user with the another device by the sending of the URL to theanother user device; and i. wherein the modified coupon is provided bythe content management server to the user device by generating a new URLand sending the new URL to the user device.
 2. The method of claim 1wherein the unique mobile content comprises a unique mobile contentoffer.
 3. The method of claim 1 wherein the unique mobile content is acoupon.
 4. The method of claim 1 wherein the machine-readable code isselected from the group consisting of: a barcode, a quick response (QR)code, a near-field communication (NFC) code, a radio-frequencyidentification (RFID) code, and combinations thereof.
 5. The method ofclaim 1 wherein the user data is selected from the group consisting of:a date, a time, a GPS location of the machine-readable code, a type ofcommunication device used to scan the machine-readable code, anorientation of a communication device when the machine-readable code wasscanned, a type of operating system on a communication device thatscanned an interactive code, and combinations thereof.
 6. The method ofclaim 1 wherein the URL directs the user device to a Web page andwherein user data from the Web page is collected and consists of userdata selected from the group consisting of: time spent on a Web page,purchases made, IP address, personal information input by the user,products viewed, and combinations thereof.
 7. The method of claim 6wherein the user data is collected and aggregated every time a useraccesses the content management server or the machine-readable code. 8.The method of claim 1 wherein the user data includes personalinformation added by a user.
 9. The method of claim 1 wherein in thestep of generating a second URL corresponding to a new unique mobilecontent, the new unique mobile content is predetermined and storedwithin a database for distribution upon the user event occurrence. 10.The method of claim 1 wherein upon each subsequent scan of themachine-readable code, generating, by the content management server, anew URL which generates a new unique content for delivery to the userdevice.
 11. The method of claim 1 wherein the user event occurrence isselected from the group consisting of: an action in a game, a score inthe game, a charitable donation, a purchase, a predetermined time, aninventory, an action performed by a user in attendance of the game, andcombinations thereof.
 12. The method of claim 1 wherein themachine-readable code is printed on a surface, embedded within asurface, affixed to a surface, located within a liquid crystal display(LCD)/light emitting diode (LED)/e-ink display device on a surface, ordisplayed on a video board.
 13. The method of claim 1 wherein themachine-readable code identifies a specific location via a knownlocation of the machine-readable code, global positioning system (GPS),or both.
 14. A method for delivering unique mobile content to a userdevice via a machine-readable code comprising the steps of: a. scanning,by the user device, the machine-readable code and determining anidentification of a user, the user device, or both; b. determiningwhether a unique mobile wallet certificate is associated with said userdevice by querying a content management server, and if no unique mobilewallet certificate is associated therewith, issuing a new unique mobilewallet certificate to the user device; c. collecting user dataassociated with the user device wherein the user device has anassociated unique mobile wallet certificate; d. selecting, based on theuser data and the unique mobile wallet certificate associated with theuser device, unique mobile content stored in a database; e. providing,by the content management server, the unique mobile content via auniform resource locator (URL) to the user device; f. receiving a userevent occurrence input from the user device caused by sharing of the URLby the user by the user sending the URL to another user device, whereinthe user event occurrence input defines an event occurrence that isunique to the unique mobile wallet certificate associated with the userdevice; g. in response to receiving the user event occurrence input,generating, by said content management server, a second URLcorresponding to a new unique mobile content specifically for the userand providing the new unique mobile content to the user device; h.wherein the user device receives in-venue metrics via a third-partysource selected from the group consisting of: an in-venue metricsapplication programming interface (API), a third-party metrics API, aticket brokerage metrics API, and combinations thereof; and i. whereinsaid in-venue metrics are utilized as data or to modify the uniquemobile content by generating a new URL and sending the new URL to theuser device.
 15. The method of claim 14 wherein the unique mobilecontent comprises a unique mobile content offer, which is a coupon. 16.The method of claim 14 wherein the machine-readable code is selectedfrom the group consisting of: a barcode, a quick response (QR) code, anear-field communication (NFC) code, a radio-frequency identification(RFID) code, and combinations thereof.
 17. The method of claim 14wherein the user data is selected from the group consisting of: a date,a time, a GPS location of the machine-readable code, a type ofcommunication device used to scan the machine-readable code, anorientation of a communication device when the machine-readable code wasscanned, a type of operating system on a communication device thatscanned an interactive code, and combinations thereof.
 18. The method ofclaim 14 wherein the URL directs the user device to a Web page andwherein user data from the Web page is collected and consists of userdata selected from the group consisting of: time spent on a Web page,purchases made, IP address, personal information input by the user,products viewed, and combinations thereof.
 19. The method of claim 14wherein the user event occurrence is selected from the group consistingof: an action in a game, a score in the game, a charitable donation, apurchase, a predetermined time, an inventory, an action performed by auser in attendance of the game, and combinations thereof.
 20. The methodof claim 14 wherein the machine-readable code is printed on a surface,embedded within a surface, affixed to a surface, located within a liquidcrystal display (LCD)/light emitting diode (LED)/e-ink display device ona surface, or displayed on a video board.